Green Marketing: Buzzword for New Age Marketers in India

Abstract

Marketing is the concept which concerned with an exchange process that take place in a natural environment. Any commercial activity requires resources from its environment in the form of energy, raw material etc. This continuous exchange process leads the depletion of natural resources available in the earth. This paper concerns with the concept of adopting the go green concept in the marketing strategies of the firm and the opportunities and challenges that have forced to include this concept in their activities. Increasing awareness on the various environmental problems has led to a shift in a way consumers go about their life. It includes the concept of Green Marketing, its marketing mix, its advantages and disadvantages. The paper throws light on the future potential of Green Marketing concept. There is a need on part of corporate to change their mindset form Traditional Marketing concept to Green Marketing concept in order to survive in this competitive environment.